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Différenciation stratégique

Author

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  • Hans Muhlbacher

    (Universität Innsbruck [Innsbruck])

Abstract

Dans une période où la pression concurrentielle augmente, les entreprises doivent savoir comment mieux se différencier stratégiquement afin d'échapper à une concurrence fondée essentiellement sur les prix et les coûts. La recommandation d'aligner les ressources et les capacités aux exigences des acheteurs est utile à la condition, d'une part, que l'on puisse produire de la valeur pour les clients et, d'autre part, que cette valeur ne puisse être produite par les concurrents. La combinaison d'instruments d'analyse relatifs à la concurrence et à la clientèle représente une voie possible de production des décisions. Celle-ci peut aider les entreprises à trouver une place profitable parmi les concurrents et dans l'esprit des acheteurs potentiels.

Suggested Citation

  • Hans Muhlbacher, 1998. "Différenciation stratégique," Post-Print halshs-02925807, HAL.
    • Handle: RePEc:hal:journl:halshs-02925807
    DOI: 10.7193/DM.014.23-30
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